MK - 503 Marketing Research

Credits: 3

An examination of the objectives, techniques, and limitations of marketing research as a tool of effective marketing management. Topical coverage will include: formulation of research objectives, selection of research design, and the collection, analysis, interpretation and use of data. The use of models, simulations, and other research tools and techniques will also be examined. The perspective will be that of the user of marketing research products.

Prerequisite: CR 504